置入行銷導入數位電視之播放環境評估：以M系統呈現頻道節目之戲劇商品為例

Abstract

數位電視在數位科技的革新及數位匯流的發展下，經營型態和類比電視的被動式思維將全然不同。本研究即是想評估，在政府適度開放置入行銷於電視節目的管制後，電視內容業者是否可透過數位電視的播放環境，讓置入行銷展現出靈活與多元的樣貌，讓閱聽眾在觀看電視外，更能感受數位電視所帶來的便利，進而充分發揮置入行銷的效益，創造數位電視時代的新商機。 本研究的研究方法採質化研究法，主要以深度訪談法對研究對象進行訪談，並輔以觀察法蒐集相關資料後，整理及歸納出結論。 本研究發現置入行銷為電視產業發展的重要業務之一，因其不但可延伸節目內容的附加價值，更可整合資源、連結異業，形成經濟產業鏈。在數位電視的播放環境中發展置入行銷，可供置入行銷應用的特性較類比電視為多，亦可搭配互動機制及付費機制，使得置入行銷在數位電視的播放環境中發揮較大效益。 此外，本研究也認為，數位電視播放環境導入置入行銷的資訊鏈需連貫且整合，且應從節目企劃初期即有完整規劃，亦須視閱聽眾的需求適性調整功能，並應觀察國際產業趨勢，效法指標型產品以調整發展方向。

Because of the innovation of digital technology and the development in the digi-tal convergence,the television industry plays an important role in the life of audience digital TV not only enhance the quality and quantity of video and sound, but also change to a new digital appearance. The way of management and display in digital TV is totally different from and analog TV. After the government’s control over the product placement on television had loosened, this study is going to evaluate whether product placement in television programs with digital broadcast environment show the flexibility and diversity, and the audience can have a better experience with digital TV.Thus the product placement in digital TV can develop well and create a new business model. This study is using qualitative research methods, including in-depth interview survey,observation survey,and documentary analysis. This study found that product placement is bound to be one of the important business of TV industry, not only because of the added value of the programs, but al-so integration of other industries.Using product placement in digital TV can play a greater benefit than in analog TV because of the characteristics,interactive mechan-ism ,and payment mechanism of digital TV . In addition, this study also believes that the product placement information chain of digital television requires integrated and should complete the initial program plan-ning, refer to the demand the audience for adaptive adjustment function, and should observe index products of international industry to adjust the direction of develop-ment.